First-class airline travelers’ tendency to seek uniqueness: how does it influence their purchase of expensive tickets? |
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Authors: | Jinsoo Hwang |
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Institution: | The College of Hospitality and Tourism Management, Sejong University, Seoul, Gwanjin-Gu, Republic of Korea |
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Abstract: | This study explored first-class airline travelers’ need for uniqueness and its impact on their ticket purchase intentions. More specifically, the study investigated the roles of the three subdimensions of the need for uniqueness (i.e. creative choice, unpopular choice, and similarity avoidance) in the formation of travelers’ attitudes toward first-class flights. Consumer attitudes toward first-class flights are hypothesized to increase status value, first-class attachment, and willingness to pay a premium. Based on theoretical relationships between conceptual constructs, the study proposed and tested a model using data from 202 first-class passengers in the United States. The results indicated that all three dimensions of the need for uniqueness positively affect airline travelers’ attitudes toward first-class flights and thus enhanced outcome variables. Furthermore, it was found that materialism moderated the relationship between status value and first-class attachment. |
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Keywords: | Airline travelers first-class flight need for uniqueness traveler attitude product attachment materialism |
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